IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
In addition to the full-color books, the internal agency creates black-and-white fliers, buying guides showing all parts of a furniture series and ideas for combinations—always with prices shown. Because the catalog is designed to drive store traffic, every IKEA retail establishment stocks the SKUs in the catalog. In addition, the mega-stores—such as the monster you see along the New Jersey Turnpike near the Newark Airport—offer many more items.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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